NEW APPROACHES IN HRM

48 and work less repetitive by automatization. Additionally, it is expected to succeed in maximizing employee experience and lessen the capacities of HR for more strategic activities (Bondarouk & Brewster, 2016). I. DIGITALIZING THE WORKPLACE SCENERY The first stage of changing workplace scenery started with digitization meaning the inclusion different devices in the everyday working process, leading toward digitalization of work life, where almost every activity becomes dependent on digital tools. Officially, digitalization refers to the usage of modern technologies for the improvement of business processes. The next step is the process of digital transformation of workplaces that considers the shift of business model as a consequence of introduction of informational technologies and inspired by digitalization. The key fact is that it does not change only the business model but influence on the organizational culture through the system of values and employees’ mindset (Kaufman &Horton, 2015). That is why some authors describe digital transformation as a company’s digital evolution in the domain of business models, ideas, processes, and methodology (Mazzone, 2014). Digitalization Digitalization generally means shifting from traditional business concept toward focusing on information with modern technology in focus but it is a question of level and appropriateness . Different organizations find themselves at the different level in the cycle of digital transformation and there are some parameters of the digitalization. Researches point that for larger companies digitalization means more inner integration and coordination with preserving company’s identity, while for medium and small ones, it sometimes means survival at the market. Small companies use digital technology mainly for gaining comparative advantage at the market facilitating products and services by digital tools (Kovačević, et al., 2019). Obviously for more complex companies digital transformation is the example of how Schallmo and associates (Schallmo, et al. 2017), see it, as networking of all business stakeholders supported by technology or as the path for digital integration gradually achieved (Kaufman & Horton, 2015).